Alcoholic Drinks in Kenya

June 2024
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Overview:

Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Kenya with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Beer
  • Wine
  • Spirits
  • Cider and Perry
  • RTDs

If you're in the Alcoholic Drinks industry in Kenya, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty

The Alcoholic Drinks in Kenya report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Alcoholic Drinks in Kenya?
  • Where is consumer demand for Alcoholic Drinks focussed?
  • Which is being consumed more; beer, wine or spirits?
  • Where is demand growing? Stagnating?
  • How is the operating environment for alcoholic drinks changing?
  • Which are the leading brands in Kenya?
  • How are products distributed in Kenya?
  • What are the key trends in new product development?
  • Do consumers want value for money or added value?
  • How will macroeconomic context and shifting cultural values shape future growth?
  • How will COVID-19 and recession impact the alcoholic drinks industry?
  • Where is future growth expected to be most dynamic?
Download Table of Contents

Alcoholic Drinks in Kenya

Alcoholic drinks in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments
On-trade vs off-trade split
What next for alcoholic drinks?
Legislation
Legal purchasing age and legal drinking age
Drink driving.
Advertising
Smoking ban
Opening hours
On-trade establishments
Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2023
Contraband/parallel trade
Duty free
Cross-border/private imports
Kenya Breweries launches ‘Tusker Ndimu’ and ‘Pilsner Mfalme’.
Bila Shaka enters craft beer market with the launch of Capitan Lager
KBL Launches a New Smirnoff Variant ‘Pineapple Punch’
KWAL rebrands Kibao Vodka as it targets a new generation of customers
Outlook
Table 1 Retail Consumer Expenditure on Alcoholic Drinks 2018-2023
Table 2 Sales of Alcoholic Drinks by Category: Total Volume 2018-2023
Table 3 Sales of Alcoholic Drinks by Category: Total Value 2018-2023
Table 4 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023
Table 5 Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023
Table 6 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2023
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2023
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2023
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2023
Table 10 GBO Company Shares of Alcoholic Drinks: % Total Volume 2019-2023
Table 11 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2018-2023
Table 12 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2023
Table 13 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2023-2028
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Value 2023-2028
Table 15 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2023-2028
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2023-2028

DISCLAIMER

Summary 2 Research Sources

Beer in Kenya

KEY DATA FINDINGS

Shift to cheaper alternatives as consumers face budgetary pressures
Major players push into craft beers to meet growing demand
Flavoured beers tap into needs of young adults
Lower demand for canned beers due to affordability challenges
Urbanisation and changing lifestyles to boost future growth
Consumer focus on health will spur new product developments
Lager price band methodology
Summary 3 Lager by Price Band 2023
Table 17 Number of Breweries 2018-2023
Table 18 Sales of Beer by Category: Total Volume 2018-2023
Table 19 Sales of Beer by Category: Total Value 2018-2023
Table 20 Sales of Beer by Category: % Total Volume Growth 2018-2023
Table 21 Sales of Beer by Category: % Total Value Growth 2018-2023
Table 22 Sales of Beer by Off-trade vs On-trade: Volume 2018-2023
Table 23 Sales of Beer by Off-trade vs On-trade: Value 2018-2023
Table 24 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2018-2023
Table 25 Sales of Beer by Off-trade vs On-trade: % Value Growth 2018-2023
Table 26 GBO Company Shares of Beer: % Total Volume 2019-2023
Table 27 NBO Company Shares of Beer: % Total Volume 2019-2023
Table 28 LBN Brand Shares of Beer: % Total Volume 2019-2023
Table 29 Forecast Sales of Beer by Category: Total Volume 2023-2028
Table 30 Forecast Sales of Beer by Category: Total Value 2023-2028
Table 31 Forecast Sales of Beer by Category: % Total Volume Growth 2023-2028
Table 32 Forecast Sales of Beer by Category: % Total Value Growth 2023-2028

Cider/Perry in Kenya

KEY DATA FINDINGS

Female and younger adult population drives growth
Health-conscious consumers to provide sales boost
Brands target consumers through brand ambassadors
Kenya’s rapidly growing food and beverage industry to boost sales of cider/perry
Innovations using local flavours set to appeal to consumers
Kenya Originals cider faces challenges over toxicity claims
Table 33 Sales of Cider/Perry: Total Volume 2018-2023
Table 34 Sales of Cider/Perry: Total Value 2018-2023
Table 35 Sales of Cider/Perry: % Total Volume Growth 2018-2023
Table 36 Sales of Cider/Perry: % Total Value Growth 2018-2023
Table 37 Sales of Cider/Perry: Total Volume 2019-2023
Table 38 Sales of Cider/Perry: Total Value 2019-2023
Table 39 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2018-2023
Table 40 Sales of Cider/Perry by Off-trade vs On-trade: Value 2018-2023
Table 41 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2018-2023
Table 42 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2018-2023
Table 43 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2019-2023
Table 44 Sales of Cider/Perry by Off-trade vs On-trade: Value 2019-2023
Table 45 GBO Company Shares of Cider/Perry: % Total Volume 2019-2023
Table 46 NBO Company Shares of Cider/Perry: % Total Volume 2019-2023
Table 47 LBN Brand Shares of Cider/Perry: % Total Volume 2019-2023
Table 48 Forecast Sales of Cider/Perry: Total Volume 2023-2028
Table 49 Forecast Sales of Cider/Perry: Total Value 2023-2028
Table 50 Forecast Sales of Cider/Perry: % Total Volume Growth 2023-2028
Table 51 Forecast Sales of Cider/Perry: % Total Value Growth 2023-2028

Rtds in Kenya

KEY DATA FINDINGS

Rising preference for RTDs among young adults
Spirit-based RTDs gain popularity among women
Supermarkets, small retailers and e-commerce are key channels for RTDs
Category to weather the effects of inflation in the forecast period
Consumers drive demand for lower-calorie and functional beverages due to health awareness
Rising disposable incomes to drive growth of RTDs
Table 52 Sales of RTDs by Category: Total Volume 2018-2023
Table 53 Sales of RTDs by Category: Total Value 2018-2023
Table 54 Sales of RTDs by Category: % Total Volume Growth 2018-2023
Table 55 Sales of RTDs by Category: % Total Value Growth 2018-2023
Table 56 Sales of RTDs by Off-trade vs On-trade: Volume 2018-2023
Table 57 Sales of RTDs by Off-trade vs On-trade: Value 2018-2023
Table 58 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2018-2023
Table 59 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2018-2023
Table 60 GBO Company Shares of RTDs: % Total Volume 2019-2023
Table 61 NBO Company Shares of RTDs: % Total Volume 2019-2023
Table 62 LBN Brand Shares of RTDs: % Total Volume 2019-2023
Table 63 Forecast Sales of RTDs by Category: Total Volume 2023-2028
Table 64 Forecast Sales of RTDs by Category: Total Value 2023-2028
Table 65 Forecast Sales of RTDs by Category: % Total Volume Growth 2023-2028
Table 66 Forecast Sales of RTDs by Category: % Total Value Growth 2023-2028

Spirits in Kenya

KEY DATA FINDINGS

Spirits grows by targeting younger adult generations
Kenya Wine Agencies launch new Smirnoff variant ‘Pineapple Punch’
Brands leverage celebrities and social media influencers to connect with younger generations
High prices to push consumers towards cheaper/ counterfeit brands
Women poised to drive category with strong preference for gin
Increasing demand for premium alcohol due to lower spending power
Table 67 Sales of Spirits by Category: Total Volume 2018-2023
Table 68 Sales of Spirits by Category: Total Value 2018-2023
Table 69 Sales of Spirits by Category: % Total Volume Growth 2018-2023
Table 70 Sales of Spirits by Category: % Total Value Growth 2018-2023
Table 71 Sales of Spirits by Off-trade vs On-trade: Volume 2018-2023
Table 72 Sales of Spirits by Off-trade vs On-trade: Value 2018-2023
Table 73 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2018-2023
Table 74 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2018-2023
Table 75 GBO Company Shares of Spirits: % Total Volume 2019-2023
Table 76 NBO Company Shares of Spirits: % Total Volume 2019-2023
Table 77 LBN Brand Shares of Spirits: % Total Volume 2019-2023
Table 78 Forecast Sales of Spirits by Category: Total Volume 2023-2028
Table 79 Forecast Sales of Spirits by Category: Total Value 2023-2028
Table 80 Forecast Sales of Spirits by Category: % Total Volume Growth 2023-2028
Table 81 Forecast Sales of Spirits by Category: % Total Value Growth 2023-2028

Wine in Kenya

KEY DATA FINDINGS

Italian producers target Kenya’s emerging taste for wine
French wine producers pinpoint Kenya’s burgeoning wine category
Local producers face stiff competition amid rising demand for wine
Improving lifestyles continue to drive sales growth in wine
Heavy taxation to push up prices
On-trade expansion to foster wine appreciation and knowledge
Table 82 Sales of Wine by Category: Total Volume 2018-2023
Table 83 Sales of Wine by Category: Total Value 2018-2023
Table 84 Sales of Wine by Category: % Total Volume Growth 2018-2023
Table 85 Sales of Wine by Category: % Total Value Growth 2018-2023
Table 86 Sales of Wine by Off-trade vs On-trade: Volume 2018-2023
Table 87 Sales of Wine by Off-trade vs On-trade: Value 2018-2023
Table 88 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2018-2023
Table 89 Sales of Wine by Off-trade vs On-trade: % Value Growth 2018-2023
Table 90 Forecast Sales of Wine by Category: Total Volume 2023-2028
Table 91 Forecast Sales of Wine by Category: Total Value 2023-2028
Table 92 Forecast Sales of Wine by Category: % Total Volume Growth 2023-2028
Table 93 Forecast Sales of Wine by Category: % Total Value Growth 2023-2028
The following categories and subcategories are included:

Alcoholic Drinks

      • Ale
      • Sorghum
      • Weissbier/Weizen/Wheat Beer
      • Flavoured/Mixed Lager
          • Domestic Premium Lager
          • Imported Premium Lager
          • Domestic Mid-Priced Lager
          • Imported Mid-Priced Lager
          • Domestic Economy Lager
          • Imported Economy Lager
          • Domestic Premium Lager
          • Domestic Mid-Priced Lager
          • Domestic Economy Lager
          • Imported Premium Lager
          • Imported Mid-Priced Lager
          • Imported Economy Lager
      • Low Alcohol Beer
      • Non Alcoholic Beer
    • Stout
    • Regular Cider/Perry
    • Non Alcoholic Cider/Perry
    • Malt-based RTDs
    • Spirit-based RTDs
    • Wine-based RTDs
    • Other RTDs
    • Non Alcoholic RTDs
      • Brandy
      • Cognac
      • Bitters
      • Cream-based Liqueurs
      • Other Liqueurs
    • Non Alcoholic Spirits
        • Prestige Dark Rum
        • Ultra Premium Dark Rum
        • Super Premium Dark Rum
        • Premium Dark Rum
        • Standard Dark Rum
        • Economy Dark Rum
        • Prestige White Rum
        • Ultra Premium White Rum
        • Super Premium White Rum
        • Premium White Rum
        • Standard White Rum
        • Economy White Rum
    • Tequila (and Mezcal)
      • Bourbon/Other US Whiskey
      • Canadian Whisky
      • Irish Whiskey
      • Japanese Whisky
          • Blended Malt Scotch Whisky
            • Prestige Other Blended Scotch Whisky
            • Ultra Premium Other Blended Scotch Whisky
            • Super Premium Other Blended Scotch Whisky
            • Premium Other Blended Scotch Whisky
            • Standard Other Blended Scotch Whisky
            • Economy Other Blended Scotch Whisky
        • Single Grain Scotch Whisky
        • Single Malt Scotch Whisky
      • Other Whiskies
          • Prestige English Gin
          • Ultra Premium English Gin
          • Super Premium English Gin
          • Premium English Gin
          • Standard English Gin
          • Economy English Gin
        • Dutch Gin
        • Prestige Vodka
        • Ultra Premium Vodka
        • Super Premium Vodka
        • Premium Vodka
        • Standard Vodka
        • Economy Vodka
      • Absinthe
      • Ad-Mix Brandy
      • Ad-Mix Gin
      • Ad-Mix Rum
      • Ad-Mix Vodka
      • Ad-Mix Whisky
      • Aguardente/Aguardiente
      • Aguardiente De Caña
      • Akvavit/Aquavit
      • Aniseed-Flavoured Spirits
      • Borovicka
      • Boukha
      • Brandy Type Distilled Spirits
      • Cachaça
      • Calvados
      • Cane
      • Chacha
      • Charanda
      • Chinese Herbal Spirits
      • Chinese Spirits
      • Cut Brandy
      • Destilados De Agave
      • Distilled Fruit Spirits
      • Domestic Brandy
      • Domestic Rum
      • Doppelkorn
      • Economy Chinese Spirits
      • Flavoured Spirits
      • Flavoured Vodka-based Drinks
      • Fynbos gin/Local Gin
      • Gin-flavoured spirits
      • Goldbrand/Goldkrone
      • Grappa
      • Grappamiel
      • Guaro
      • Kirsch
      • Komovica
      • Korn
      • Lambanog
      • Limoncello
      • Local White Spirits
      • Lower Mid-Range Chinese Spirits
      • Lozovaca
      • Maesilju
      • Mahia Rabi Amrane
      • Mead
      • Mixed Spirits
      • Nalivka/Nalewka
      • Nastoyka
      • National Specialities
      • Obstbrände
      • Ouzo
      • Pacharán
      • Palinca/Pálinka
      • Pear and Apple Distillates
      • Pisco
      • Premium Chinese Spirits
      • Prune
      • Punsch
      • Rachiu/Rakija
      • Rum-Flavoured Spirits
      • Samane
      • Sambuca
      • Samsu
      • Schnapps
      • Shochu/Soju
      • Singani
      • Sljivovica/Slivovice
      • Steinhäeger
      • Strong African Spirits
      • Super Premium Chinese Spirits
      • Sura Khao
      • Tequila Flavoured Spirits
      • Travarica
      • Tsipouro
      • Upper Mid-Range Chinese Spirits
      • Vieux
      • Viina
      • Vodka Type Distilled Spirits
      • Other Distilled Beverages
      • Port
      • Sherry
      • Vermouth
      • Other Fortified Wine
      • Apple Wine
      • Bokbunjaju
      • Cheongju
      • Chinese Wine
      • Economy Rice Wine
      • Fortified Fruit Wine
      • Fruit and Berry Wine
      • Fruit and Herbal Wine
      • Fruit and Honey based Wine
      • Fruit Wine
      • Lower Mid-Range Rice Wine
      • Non-Grape Dessert Wine
      • Premium Rice Wine
      • Rice Wine
      • Sake
      • Takju
      • Upper Mid-Range Rice Wine
      • Yakju
      • Yellow Wine
      • Other Non-Grape Wine
      • Champagne
      • Other Sparkling Wine
      • Still Red Wine
      • Still Rosé Wine
      • Still White Wine
    • Non Alcoholic Wine

Alcoholic Drinks

Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.

See All of Our Definitions
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This report originates from Passport, our Alcoholic Drinks research and analysis database.

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